"I'm Famous And This Is A Commercial", as soon as I read that it caught my attention which is exactly why I decided it would be good material to discuss for the topic given. The article pertains to a protein bar campaign from company RXBar (bought by Kellog's last fall for $4600million though still commonly called RXBar) with rapper Ice-T coming out of a door crafted to look like their product packaging, then casually stating the new slogan and shutting the door again. Article author Jessica Wohl took note of how well the "new spin"on the companies No B.S. campaign fit due to the not so obvious celebrity and unamused tone when delivering his line.Wohl then discussed the biggest takeaway being RXBar selling their brand instead of their their bar by using unconventional advertising over slow-mo videos of ingredients being concocted.
Concerning value proposition, RXBar is promising no B.S. They offer truth and simplicity. It's what the brand is centered around. When they use the term "Bullshit" it shows that they're real people and aren't afraid to show it. People can relate to that. The campaign is a purple cow as far as protein bar advertisements go. They stand out far more than other protein bar advertisements, I mean can you recall a single add you've seen for a protein bar? However, their advertising isn't perfect. One of the reasons behind using Ice-T was to advertise to people who usually wouldn't buy their product, and that's aiming for the middle of the bell curve when they need to start with the early adopters.
Protein bars are typically mundane to people outside of the nutrition and fitness realm, and even some people within the community aren't too jazzed about them either. This faces RXBar with a problem of constantly changing in order to stay interesting. How far can a advertising go to make a protein bar exciting? They are also pressed with conservative minded people being offended with their slogan and sarcasm.
What makes this company so unique is the combination of their intended audience and the approach they are taking to advertise. RXBar is trying to sell to down to earth people, prompting the No B.S. label, as well as people who are into fitness, thus the protein bar. They use bland colors on their packaging yet display bold words with edgy meaning. Mixed with the use of a celebrity, an unconventional one such as Ice T stating his fame and purpose, it really creates a unique eye catching ad.
If I were the brand manager I would use an unconventional person like RXBar has, but I would make it a person from the younger generation edgy community because that's who I believe would be the early adopters of the new campaign. Today's young adults are obsessed with having edge, but they also understand the importance of health and fitness so I think this campaign would really appeal to them.
Doing this project confirmed the concepts we've been studying and reading about in class. It showed me how it's really not about the product you're selling but the way in which you represent yourself and resonate with other people.
https://adage.com/article/cadent/ice-t-delivers-rxbar-s-b-s-message-campaign/314531/
https://www.rxbar.com/ps/vp6r-1?gclid=EAIaIQobChMI-azVzrLj3QIVi8VkCh1OjACmEAAYASAAEgLWEvD_BwE&gclsrc=aw.ds
https://www.kelloggs.com/en_US/home.html/
No comments:
Post a Comment